Optimal duration of magazine promotions

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dc.contributor.author Esteban-Bravo, Mercedes
dc.contributor.author Múgica, José M.
dc.contributor.author Vidal-Sanz, Jose M.
dc.date.accessioned 2010-04-12T14:07:58Z
dc.date.available 2010-04-12T14:07:58Z
dc.date.issued 2005-04
dc.identifier.bibliographicCitation Marketing Letters, 2005, v. 16, n. 2, pp. 99–114
dc.identifier.issn 0923-0645
dc.identifier.issn 1573-059X
dc.identifier.uri http://hdl.handle.net/10016/7325
dc.description.abstract The planning of promotions and other marketing events frequently requires manufacturers to make decisions about the optimal duration of these activities. Yet manufacturers often lack the support tools for decision making. We assume that customer decisions at the aggregated level follow a state-dependent Markov process. On the basis of the expected economic return associated with dynamic response to stimuli, we determine the ideal length of marketing events using dynamic programming optimization and apply the model to a complex promotion event. Results suggest that this methodology could help managers in the publishing industry to plan the optimal duration of promotion events.
dc.format.mimetype application/pdf
dc.format.mimetype text/plain
dc.language.iso eng
dc.publisher Springer
dc.relation.isversionof http://hdl.handle.net/10016/101
dc.rights ©Springer
dc.subject.other Optimal duration of promotion events
dc.subject.other Markovian process
dc.subject.other Dynamic programming
dc.title Optimal duration of magazine promotions
dc.type article
dc.type.review PeerReviewed
dc.description.status Publicado
dc.relation.publisherversion http://dx.doi.org/10.1007/s11002-005-1675-z
dc.subject.eciencia Economía
dc.identifier.doi 10.1007/s11002-005-1675-z
dc.rights.accessRights openAccess
dc.identifier.publicationfirstpage 99
dc.identifier.publicationissue 2
dc.identifier.publicationlastpage 114
dc.identifier.publicationtitle Marketing Letters
dc.identifier.publicationvolume 16
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